Dr. M. Claudia tom Dieck is a project manager and a researcher at the Creative AR & VR Hub at Manchester Metropolitan University, UK. She is exploring how new and innovative technologies can be utilized to enhance the user experience. She is Program Chair of the annual International AR & VR Conference and has published on augmented and virtual reality, technology acceptance, social media and customer relationship management in journals such as Journal of Travel Research, Tourism Management and Computers in Human Behavior.  Dr. Timothy H. Jung is Founder and Director of the Creative AR & VR Hub at Manchester Metropolitan University, UK. He investigates new and innovative ways to implement AR & VR in various industries and he has been involved in a number of funded AR and VR research projects at national and international levels. In particular, his research interests focus on AI, IoT, big data, digital twin and 5G powered immersive technology innovation for well-being and quality of life. He is a regular invited speaker in major international conferences, and he is Conference Chair of annual International AR & VR Conference. Prof. Sandra M.C. Loureiro is Director of the Ph.D. in Management, specialization in Marketing and the Ph.D. in Tourism Management. Her current research interests include consumer-brand relationships and tourism marketing issues connected to VR and AR technologies. She had published in Journal of Marketing, Journal of Retailing, Telematics and Informatics, Tourism Management, Journal of Business Research, among others.